Majestic Wine to list Hardys icon

Australian wine brand Hardys is reinforcing its historic and upmarket credentials in the UK with the launch of two new ranges and a listing for its range topping Eileen Hardy blend.

Majestic Wine is to sell Eileen Hardy Chardonnay 2009 for £25

The iconic Eileen Hardy label, comprising a Chardonnay and Shiraz, has just been listed by Majestic Wine according to Paul Schaafsma, who is UK general manager for Accolade Wines, which owns Hardys.

Initially just the Chardonnay has been taken on by the UK’s largest wine warehouse, although it’s hoped the Syrah will also be listed, said Schaafsma, speaking to the drinks business at ProWein last week where Accolade Wines had a stand.

“We need our halo brand in the right place and I think Majestic is a fantastic place, with so many wine enthusiasts,” he said, stating his satisfaction at the new tie-up.

“The premium aspects of Hardys really need to be focused on,” he said.

He also said that Bill Hardy, who is a fifth generation winemaker of the Hardys family, will be flying over to the UK to train Majestic shop managers in the history of the brand and the components of Eileen Hardy.

“I’m passionate about the Majestic team talking about Eileen as where we begin… in terms of enhancing the reputation of Hardys this is the wine to do it,” said Schaafsma.

One Response to “Majestic Wine to list Hardys icon”

I actually think that much of Australian wine has a formidable reputation in the international community. Australian wineries definitely have a lot to offer if given the opportunity to break into the market.